{"id":4927,"date":"2026-04-27T15:05:34","date_gmt":"2026-04-27T19:05:34","guid":{"rendered":"https:\/\/franchir.ca\/realisation\/coupe-best-buy-express-2026\/"},"modified":"2026-04-27T15:14:16","modified_gmt":"2026-04-27T19:14:16","slug":"best-buy-express-cup-2026","status":"publish","type":"realisation","link":"https:\/\/franchir.ca\/en\/realisation\/best-buy-express-cup-2026\/","title":{"rendered":"Best Buy Express Cup : Connecting Quebec with Sports"},"content":{"rendered":"\n

Introduction<\/h2>\n\n\n\n

More than just a sport, hockey is a powerful driver of intergenerational connection and community pride. In this context, the Best Buy Express Cup stands out as an initiative designed to showcase young talent while making a tangible contribution to local infrastructure, particularly community arenas.<\/p>\n\n\n\n

The initiative therefore goes beyond a simple sports competition. It is an event built around the joy of playing, one that highlights communities through their young athletes and strengthens the connection between the brand and the local fabric.<\/p>\n\n\n\n

The challenge was to elevate the Best Buy Express Cup final at a provincial level by giving it strong and cohesive media visibility. To achieve this, journalists and content creators were strategically engaged to transform a friendly sports competition into a true moment of collective pride and community engagement.<\/p>\n\n\n\n

Through panels, meet-and-greets with Georges Laraque, and by showcasing Best Buy\u2019s commitment to youth, the event became a true point of convergence between sport, community involvement, and brand visibility.

Objectifs<\/h2>\n\n\n\n
\n
\n

Position<\/mark><\/strong> the Best Buy Express Cup as a must-attend tournament in Quebec.
<\/p>\n<\/div>\n\n\n\n

\n

Maximize <\/mark><\/strong>the event\u2019s reach and visibility across the province.<\/p>\n<\/div>\n\n\n\n

\n

Position<\/mark><\/strong> Best Buy Express as a brand committed to youth.<\/p>\n<\/div>\n<\/div>\n\n\n\n

\n
\n

Generate positive and engaging <\/mark><\/strong> content.<\/p>\n<\/div>\n\n\n\n

\n

Drive content creation<\/mark><\/strong> and mentions.<\/p>\n<\/div>\n\n\n\n

\n

Spark<\/strong><\/mark> interest in the event and the brand.<\/p>\n<\/div>\n<\/div>\n\n\n\n

Gameplan<\/h2>\n\n\n\n

A 360\u00b0 approach, rolled out in three phases:<\/p>\n\n\n\n

Before<\/em><\/strong><\/p>\n\n\n\n

    \n
  • Sending an invitation package including a Best Buy Express Cup hockey jersey to around thirty journalists and content creators.<\/li>\n\n\n\n
  • Generating unboxing content and creating desire.<\/li>\n\n\n\n
  • Regional media relations to highlight local teams.<\/li>\n<\/ul>\n\n\n\n

    During<\/em><\/strong><\/p>\n\n\n\n

      \n
    • On-site coordination of media and content creators.<\/li>\n\n\n\n
    • VIP experience and product distribution.<\/li>\n\n\n\n
    • On-site activation with brand ambassadors.<\/li>\n<\/ul>\n\n\n\n

      After<\/em><\/strong><\/p>\n\n\n\n

        \n
      • Local media follow-ups.<\/li>\n\n\n\n
      • Distribution of content (photos, b-roll) to media outlets.<\/li>\n\n\n\n
      • Post-event amplification.<\/li>\n\n\n\n
      • All of this helped transform the event into a narrative platform rather than a simple sports competition.<\/li>\n<\/ul>\n\n\n\n
        \n
        \n
        \"\"<\/figure>\n<\/div>\n\n\n\n
        \n
        \"\"<\/figure>\n<\/div>\n<\/div>\n\n\n\n

        Results<\/h2>\n\n\n\n
          \n
        • 12.8M total impressions.\n
            \n
          • 11.5M media impressions.<\/li>\n\n\n\n
          • 1.3M impressions via content creators.<\/li>\n<\/ul>\n<\/li>\n\n\n\n
          • 23 content creators and five journalists engaged.<\/li>\n\n\n\n
          • Seven interviews with key personalities.<\/li>\n<\/ul>\n\n\n\n

            On-site activation:<\/p>\n\n\n\n

              \n
            • 300 direct interactions.<\/li>\n\n\n\n
            • +13.2% Instagram followers in one day.<\/li>\n<\/ul>\n\n\n\n\n\n
              \n
              \n
              \"\"<\/figure>\n<\/div>\n\n\n\n
              \n
              \"\"<\/figure>\n<\/div>\n<\/div>\n\n\n\n
              \n
              \n
              \"\"<\/figure>\n<\/div>\n\n\n\n
              \n
              \"\"<\/figure>\n<\/div>\n<\/div>\n\n\n\n

              Credits<\/h2>\n\n\n\n

              Client <\/strong>| Best Buy Canada<\/p>\n\n\n\n

              Public, media and content creator relations<\/strong> | Franchir<\/p>\n\n\n\n

              Event partner <\/strong>| Hockey Qu\u00e9bec<\/p>\n\n\n\n

              <\/p>\n","protected":false},"excerpt":{"rendered":"

              Every winter, hockey brings Quebec together. With the Best Buy Express Cup, the intention went beyond a simple tournament: it was about creating a province-wide movement around the importance of sport for youth.
              \nFor Franchir, the objective was to deploy a public relations and influencer strategy to amplify the visibility of the Best Buy Express Cup final, generate engagement, and position the brand as a committed player within communities.
              \nThrough an on-the-ground activation, targeted media outreach, and collaborations with content creators, the campaign generated nearly 13 million impressions.<\/p>\n","protected":false},"featured_media":4908,"menu_order":0,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"real_cat":[112,149,118],"class_list":["post-4927","realisation","type-realisation","status-publish","has-post-thumbnail","hentry","real_cat-brand-activation","real_cat-evenementiel-experientiel-en","real_cat-influencer-relations"],"acf":[],"yoast_head":"\nBest Buy Express Cup : Connecting Quebec with Sports -<\/title>\n<meta name=\"description\" content=\"A public relations and influencer strategy that brings the Best Buy Express Cup to the heart of Quebec communities.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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